The Cebu MICE Alliance unveiled the Cebu MICE Guidebook at ATF 2026 today.
Formed through a partnership between the public and private sectors – including the Cebu Chamber of Commerce and Industry and the Department of Tourism (DoT) – the guidebook serves as a definitive reference for international event planners.
It features nearly 300 industry-ready partners, ranging from venues and transportation providers to technical crews and cultural performers.
Cleofe Albiso, managing director for Megaworld Hotels & Resorts, and president of Cebu MICE Alliance, emphasised that the new guidebook is a vital tool for international organisers.
“For international planners, the Cebu MICE guidebook offers something essential, and that is confidence. It simplifies engagement, eases business transactions, and opens doors to trusted partners,” she stated.
Philippine tourism secretary Christina Garcia Frasco, who was also present at the launch, said: “This guide affirms a simple message: Cebu is prepared to host the ASEAN Tourism Forum and to compete confidently on the global stage.”
Behind this preparedness is an alliance dedicated to collective growth.
“The Cebu MICE Alliance was formed from a shared belief that Cebu’s greatest strength lies in collaboration… guided by one purpose: to build a MICE destination that is competitive, inclusive and future-ready. We believe when more players align under shared standards and values, Cebu becomes stronger, more credible and more compelling as a destination,” Albiso noted.
